After a Two-Year Wait, Shu Qi Becomes the Face of Xiaomi SU7

On the morning of March 19, a brief post on Xiaomi Auto's official Weibo account turned an internet joke from two years ago into reality—actress Shu Qi was officially announced as the brand ambassador for Xiaomi SU7, debuting alongside the next-generation model. Xiaomi Group founder Lei Jun stated upon reposting, "When we launched the first-generation SU7 two years ago, many netizens suggested inviting Shu Qi as our spokesperson. Today, with the launch of the next-generation SU7, we have fulfilled everyone's wish."

This marks the second brand ambassador announced by Xiaomi Auto within three days. On March 17, Xiaomi had already announced "Asian Flyer" Su Bingtian as its first spokesperson for a straightforward reason: he is the fastest man in Asia, an owner of the first-generation SU7, and his surname is "Su," creating a perfect homophonic link to "SU7." Now, with "Shu Qi" finally joining "SU7," this satisfying conclusion to the homophone story has led netizens to exclaim, "So Lei Jun really does read the comments section."

Shu Qi Responds: Thankful for This Coincidence with SU7

Shu Qi subsequently responded on Weibo with a video, speaking in a relaxed and amicable tone: "I'm Shu Qi, and yes, I'm the spokesperson for Xiaomi SU7." She candidly stated her reason for choosing SU7 was simple: "It's good-looking, quiet, smart, and gives me a long-lost feeling of relaxation and poise." In the video, she detailed SU7's strengths: high aesthetics, intelligence, and a sense of security, also specifically mentioning that "Xiao Ai Tongxue" (Xiaomi's voice assistant) is very thoughtful.

Regarding the origin of this collaboration, Shu Qi responded frankly: "Thank you to the name SU7 for creating this connection with me." This reply not only highlights the fun of the homophone but also subtly aligns her persona with the product's attributes—her natural poise and relaxed demeanor perfectly complement the next-generation SU7's core themes of "quiet, comfortable, and intelligent."

From "China Speed" to "Premium Composure": The Precise Dual-Ambassador Strategy

With the consecutive announcements of Su Bingtian and Shu Qi as ambassadors within three days, Xiaomi Auto's brand strategy is becoming increasingly clear.

Su Bingtian embodies "speed and passion." As an Asian sprint legend, his spirit of constantly pushing limits aligns perfectly with the SU7's performance positioning. The next-generation SU7 Max boasts a 0-100km/h acceleration of 2.78 seconds, a range of 902km, and a 15-minute fast charge adding 670km of range. Lei Jun's remark "because his surname is Su" perfectly leverages the coincidence linking the spokesperson to the model's name.

Shu Qi, on the other hand, represents "quality and warmth." In the official announcement, she was described as "always moving towards new worlds with a poised posture, maintaining her own rhythm." This unhurried, composed manner of driving perfectly corresponds to the upgrades in luxury quality and intelligent experience of the next-generation SU7—a 902km long range, standard LiDAR, 9 airbags, and a 2200MPa ultra-high-strength steel roll cage across all variants. This car isn't just fast; it's designed for a secure and comfortable ride.

One represents speed, the other poise. One embodies intensity, the other gentleness. With these two ambassadors, Xiaomi Auto simultaneously injects the images of a "performance beast" and a "premium cruiser" into its brand perception. This dual-brand strategy is uncommon in the automotive industry but precisely targets the diverse needs of contemporary consumers—some seek driving pleasure, others value riding experience; some need speed, others desire composure.

Next-Gen SU7 Launches Tonight: Priced from RMB 229,900 with 12 Standard Features

Concurrent with Shu Qi's announcement, the next-generation SU7 will be officially launched at 7 PM tonight. The pre-sale price range is RMB 229,900 to 309,900. Lei Jun admitted, "The price will definitely increase," citing significant improvements in safety, driving control, intelligent experience, and luxury quality, leading to higher costs.

Based on the revealed specifications, the next-generation SU7 indeed offers substantial value. It comes standard with 12 core features, including a 902km CLTC range for the Pro version, a full silicon-carbide high-voltage platform across all models, standard LiDAR and intelligent driving assistance, standard 9 airbags, and standard 2200MPa ultra-high-strength steel. The Max version features an 897V high-voltage platform, a 15-minute fast charge adding 670km of range, and a 0-100km/h acceleration of 2.78 seconds.

Lei Jun positions the next-generation SU7 as "entry-level comes fully loaded," responding to public concerns about electric vehicle safety with a comprehensive upgrade in safety configurations.

Hong Kong Perspective: Can the Ambassador Effect Cross the Shenzhen River?

For Hong Kong users, the news of Shu Qi endorsing the Xiaomi SU7 is more of an observation of the brand's growing buzz. Currently, there are no official plans for Xiaomi Auto to introduce its cars to the Hong Kong market, with the SU7's presence mostly seen in social media posts about northbound self-driving trips.

However, Shu Qi's fame in Hong Kong is undeniable. From "City of Glass" to "The Assassin," her image in the hearts of Hong Kong people has always been that of a "quality actress." This association with "poise" and "quality" could become a significant asset for building a premium image if Xiaomi cars ever have the opportunity to introduce right-hand-drive versions.

More importantly, Xiaomi's ambassador strategy demonstrates a precise grasp of "persona crafting." Su Bingtian handles the "speed" angle, targeting performance enthusiasts; Shu Qi handles the "poise" angle, targeting family users and those seeking quality. This dual-ambassador matrix, if successfully replicated in overseas markets, could help Xiaomi Auto establish brand recognition across different cultural contexts.

Personal Opinion: From an Internet Meme to Brand Asset, Xiaomi's "Mass Line" Approach Deserves Praise

Looking back at the entire Shu Qi endorsement event, the most admirable aspect isn't the celebrity effect itself, but Xiaomi's respect for "collective wisdom."

The two-year-old internet joke linking "SU7" to "Shu Qi" might have been dismissed by other companies, but Lei Jun remembered it and took it seriously. When netizens see their suggestions actually being implemented, that sense of "participation" and "recognition" is far more genuine than any advertising campaign. This is another practice of Xiaomi's "making friends with users" philosophy—carrying the "Mi Fans" culture from the smartphone era into the automotive era's brand building.

From a product perspective, the match between Shu Qi and the SU7 is indeed strong. The three key words "good-looking, quiet, smart" are both her evaluation of the SU7 and her own public image. When a spokesperson's personal qualities naturally align with the product's character, endorsement is no longer a mere advertisement but a mutually reinforcing brand collaboration.

Of course, endorsement ultimately must translate to the product. The next-generation SU7 launches tonight with its 902km range, 2.78-second acceleration, and standard 9 airbags—these numbers are the real strength. Shu Qi's "poise" needs product substance for support; Su Bingtian's "speed" needs performance data for backing. From this perspective, Xiaomi Auto's dual-ambassador strategy has both style and substance.

At 7 PM tonight, the next-generation SU7 will be fully unveiled. For Hong Kong users watching from across the Shenzhen River, this might be an opportunity to get an early sense of Xiaomi Auto's product strength. After all, when "poise" and "speed" get into the same car, who wouldn't want to know what it actually feels like to drive?